Digital Out Of Home (DOOH): 5 of our favourites

   

Digital Out Of Home (DOOH): 5 of our favourites ...

The chances are pretty good that you saw several examples of Out Of Home (OOH) advertising on your commute to work this morning – whether it’s a cheesy billboard for a local taxi company or something a lot cooler and more interactive. We’re seeing the usage of Digital Out Of Home (DOOH) continue to rise and it’s something we’re discussing more and more in our
Digital Futures events.

In today’s post I’m going to talk you through a few of our favourite DOOH examples that we’ve spotted over the last few months. 

What is DOOH? 

Put simply, DOOH are digital media formats used to market your brand to your target audience outside of the home.

To explain a little more, it’s advertising in locations where the content can be displayed on digital screens and sometimes interacted with. As is the benefit of digital versus analogue advertising mediums, DOOH can allow a more targeted message, capturing a relevant audience at the right time.

You can read a number of more detailed definitions over at
Digital Signage Today

5 great DOOH examples

So, now that we’ve established what DOOH is and that it’s becoming an increasingly popular part of the media mix, let’s look at those examples.

BA introduces #lookup with DOOH in London

In this example from British Airways, the little boy stands up, walks across the billboard and starts pointing to place currently flying above Piccadilly Circus in the London sky. The destination and flight number then appear, along with the #LookUp hashtag.


Why we like it

We love the simplicity of this example and the use of real-time data. Not only does the billboard pull destination and flight number, it included a weather feed and understood cloud height, to ensure the plane could be seen before activating the on-screen sequence.

We also love the additional effort to make this measurable, with the use of the #lookup. 

The Social Swipe billboard takes donations on the spot

This is a really nice idea. It’s an interactive billboard that accepts donations to charity called ‘The Social Swipe’. As you’ll see in the video, the user swipes their credit or debit card through the middle of the billboard to make their €2 donation. The billboard is dual screen, so once the card is swiped a synced video is triggered on the screen, for example the slicing of bread to visualise the feeding of a starving family.


Why we like it

We’ve got a lot of charity clients and this feels like a nice, modern alternative to your typical charity chuggers that we know people try and avoid. We also particularly like the follow up. The people who donated through the billboard will see a note on their credit card statement which will ask them to turn their on-off, swiped donation in to a regular monthly payment, meaning they can keep that conversation going. 

Gary Lineker doling out crisps from a bus stop ad for Walkers

One part of the recent ‘do us a flavour’ campaign from Walkers was three interactive bus stop ads in London. People waiting for their bus at one of the three stops saw a virtual Gary Lineker sitting inside a bus stop that Walkers transformed into a Tweet activated vending machine. The video sequence encouraged people to tweet for free crisps. Tweets to @Walkers_busstop triggered the vending machines to dish out free packets of crisps from the six finalist flavours.

Why we like it

As with BA, we like the tie with social media here. We also love the looks of confusion on people’s faces, as if they’re not quite sure what to do! The sharing of product is cool and not something you see often. Who wouldn’t love a free packet of crisps while waiting for their bus home?

Women’s Aid use facial recognition technology within their billboards 

Another charity example, this isan interesting use of facial recognition technology on billboards.

To coincide with International Women's Day, Women's Aid used facial recognition technology to recognize when people are paying attention to the billboard, which had an image of a bruised woman across it. As more people look at the ad, her bruises and cuts heal faster, communicating the benefit of not turning a blind eye to the problem.

Women's Aid from Ocean Outdoor on Vimeo.

Why we like it

This is a truly great example of the message and creative concept coming together with the technology. Big impact stuff. 

Pepsi’s Unbelievable augmented reality bus stop ad

Pepsi picked one bus stop on New Oxford Street in London for their ‘unbelievable’ OOH ad. People are innocently waiting for their bus when they see one of a number of scenarios from lions to aliens. Some seamless augmented reality. The reactions are priceless and it gets great engagement from those people exposed to it. 



Why we like it

Not just because of the reactions – especially the jump from the lady in the leopard coat – but because of this different use of augmented reality, which is something still lingering on edges and not quite breaking into mainstream advertising technology.

Keep your eyes peeled!

There are loads of great examples out there; a real mix of sectors and different uses of the technology, which is exciting and great to see. Currently the growth is still being driven by the big brands – the Walkers and Pepsis of the world – that are typically the biggest investors in traditional OOH advertising but hopefully this will mean the path has been laid and DOOH becomes something smaller advertisers begin to consider. We can see the efforts to make OOH measurable, mainly through the tie with social media, which may help to prove some level of engagement and help justify investment.

With these examples there is the added PR benefit. Walkers and Pepsi didn’t roll these interactive bus stop ads out across the whole of the UK, they were live for a limited time only and in just a handful of locations, but the reach was amplified through the PR coverage. 

OOH Ad Spend surpassed the £1bn mark in 2014 – boosted by investment in digital formats

Here are the stats that illustrate the current state of the OOH advertising market;

  1. The forecast is that OOH ad spend was set to finish 2014 up 2.7% YoY
  2. This equates to £1,017m
  3. This is the first time OOH ad spend will have surpassed the £1bn mark
  4. The expectation is that growth will continue, with 2015 OOH ad spend up a further 5.9% on 2014 spend levels
  5. Roadside (28%) tube carriage (24%) and bus (18%) spaces are the top OOH formats



Out of home adspend 1982-2015

source: AA/Warc Expenditure Report

Digital formats are helping to fuel this continued growth, with brands rapidly adopting the new digital technology that’s becoming available.

As the chart below shows, Digital’s share of the total OOH ad spend has grown from just 1.4% of the market to 21.6% within the last 10 years;

Traditional OOH vs Digital OOH

Source: AA/Warc Expenditure Report

We expect to see the digital percentage of OOH investment continue to grow in the coming years and look forward to many more examples.

What are your favourite examples? Have you spotted something we’ve missed? Tweet us @equimedia with any you spot! 

   

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